Epic Idea launches cheeky campaign for DANA raising awareness against digital scams
DANA, a leading Indonesian e-wallet platform, has teamed up with EPIC IDEA to release #AwasJebakanBadman. The spot pairs humor with important scam awareness tips to alert users in a digital landscape fraught with potential risks. The video sidesteps the usual solemn tone of PSAs, injecting humor and Indonesian-style wordplay into the message.
The spot features Dr. Boyke, a beloved Indonesian Obgyn/sexologist, as the talent, adding a unique, unforgettable edge.
Max Roza Natadjaya, Creative Director at Epic Idea, said: “Indonesians have a unique sense of humor. We love wordplay that suggests something cheeky without outright saying it. It makes people laugh, and it sticks with them. By playing to this, we’re able to deliver scam awareness tips that feel less like a lecture and more like a fun conversation.
Dr. Boyke’s reputation adds an unexpected twist that grabs attention and keeps viewers engaged, precisely because he’s not the typical financial expert one might expect in a PSA.
Audra Syah Rasjid a Creative Lead at EPIC IDEA, said: “Dr. Boyke brings an energy that’s approachable, entertaining, and above all, memorable. When we thought about who could capture that playful, slightly cheeky tone we wanted, he was the perfect fit. His background makes the message feel less formal, and his humor ensures it’s something people will talk about.”
And the result? #AwasJebakanBadman has turned the classic PSA video on its head, proving that protecting oneself from scams can be fun, memorable, and distinctively Indonesian. With Epic Idea’s creative touch, this isn’t just another awareness campaign—it’s a bold, culturally resonant reminder that knowing how to avoid a “Badman” is as entertaining as it is essential.
Credits
Client: DANA Indonesia
Agency: Epic Idea
Creative Director: Max Roza Natadjaya
Creative Group Head: Audra Syah Rasjid
Art Director: Yohanes Paulus
Copywriter: Nastasya Tamarind
Account Team: Dewi Yullyanti, Detrianis Iradat Andjani
Strategist Team: Ariobimo Raharjo, Indah Natasari
Film Director: Bendolt
